(a) What is meant by advertising? State any four rules to be considered while planning any advertising activity and any four responses for developing effective advertising.

Question

Accepted Answer

### Meaning of Advertising
**Advertising** is a paid form of communication designed to persuade potential customers to choose the product or service over that of a competitor. Successful advertising involves making the products or services positively known by that section of the public most likely to purchase them. It should be a planned, consistent activity that keeps the name of the business and the benefits of products or services uppermost in the mind of the consumer.

### Four Rules for Planning Advertising Activity

1. **Aim:** What is the primary purpose of the advertisement? Is it to inform, sell, produce listings, or improve the image of the business?
2. **Target:** Who is the target? From which sector of the public are we trying to achieve a response? For example, is it male, female, adult, teenager, child, mother, or father?
3. **Media:** Bearing the aim and target in mind, which of the media available is the most suitable — TV, radio, press, or Internet?
4. **Competitors:** What are the competitors doing? Which media channel do they use? Are they successful? Can you improve on their approach and beat them?

### Four Responses for Developing Effective Advertising (AIDA)

1. **Attention:** It catches the eye or ear and stands out amid the clutter of competing advertisements.
2. **Interest:** It arouses interest and delivers sufficient impact in the message or offering.
3. **Desire:** It creates a desire to learn more or crave ownership.
4. **Action:** It spurs an action which leads to achievement of the ad's original objective — it prompts potential customers to purchase or use the product or service.